Pengaruh Inovasi Produk Terhadap Minat Beli Konsumen Pada Usaha Kecil Dan Menengah (UKM) Di Rattan Handmade Pekanbaru

The purpose of this study was to determine the effect of product innovation on consumer buying interest in small and medium enterprises (SMEs) in Rattan Handmade Pekanbaru. This type of research is a descriptive survey with a quantitative method. The research location is on Jl. Yos Soedarso No. 149 Meranti Pandak, Coastal Tassel, Pekanbaru Riau. In this research, the researcher uses a sampling technique using incidental sampling based on Roscoe's opinion with a total sample of 30 respondents. The data used in this study were obtained through interviews, observations, questionnaires, documentation and literature studies and the types of data sources used in this study were primary data and secondary data. Then the data were analyzed using SPSS V.26 based on the data obtained from the questionnaire results that Product Innovation in the category strongly agrees and consumer buying interest in the category agrees. For the results of the tests carried out, the results obtained that Product Innovation Variables that affect Consumer Buying Interest at the level of Small and Medium Enterprises (SMEs) in Rattan Handmade and are influenced by other factors not observed in this study, such as price, promotion, product quality and so on